Posted by & filed under Consumer/Buyer Behavior, Global Marketing, Integrated Marketing Communications (IMC), Market Segmentation, Marketing Research, Marketing Strategy, Relationship Marketing.

Description: A trend called Neo-Prohibitionism combined with less wine consumption by younger generations has left baby boomers as the wine industry’s sole BFFs. Those are three main takeaways from a sobering analysis of U.S. wine consumption by the wine division of Silicon Valley Bank (SVB).


Date: Jan 19, 2023


Questions for discussion:

  • Summarize the marketing issues facing the wine industry and alcohol consumption in general.
  • What would you advise the wine industry at this time?
  • Do you think alcohol consumption will go the same way as tobacco?